Unbundled Pricing

1. Product Unbundling

1.1. Multiple separate components

1.2. Each component priced based on WTP

1.3. Low base price for basic service

1.4. Examples

1.4.1. Airline baggage fee

1.4.2. Gas pump add-on for credit cards

1.4.3. News paper -per article pricing

2. Usage based/ Price Unbundling

2.1. Multiple usage units of the same Product/Service

2.2. Encourage adoption by appealing to low RP

2.3. Examples

2.3.1. BART tickets

2.3.2. Pay per use features